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Flanders DC - MissionStimulating Creativity in      Stimulating Entrepreneurship in Flemish Entrepreneurs            Flemi...
Flanders DC – Companies
Flanders DC – Schools
Flanders DC – General Public
THE BIGPICTURE.   #CREATALKS
As a company, having thousands of customers, suppliers, distributors and   WHERE IS IT?business partners, YOU   DO HAVE TH...
Look At Your Customers                                                  Broader Than This.                        Purchase...
Search and Selection                                 It’s About Stepping Back                                          And...
Search and Selection                             FROM SEEING THE CLUTTER…                                                 ...
APPLICABLE FROM MANYSearch and Selection                                                          PERSPECTIVES…  © Vlerick...
Purchase    andInstallation                                     It’s About Knowing What Your                              ...
Purchase    and                       MOVING AWAY FROM PRICE CONTROLLING…Installation                                     ...
Purchase    and                             LOOKING BEYOND THE PRODUCT PURCHASEInstallation                               ...
Use                            It’s About Seeing Opportunities                                            Nobody Else Does...
Use                             MAKING THE BLIND…                                                                 …SEE THE...
Use                                           IN MANY DIFFERENT INSTANCES…© Vlerick Leuven Gent Management School and Flan...
Maintenance /Disposal                                It’s About Seeing The Big                                     Picture...
Maintenance                      NOT TO USE GUESSWORK… /Disposal                                           …BUT TO MAKE IN...
Maintenance                           NOT ONLY IN THE REAL ESTATE MARKET… /Disposal   © Vlerick Leuven Gent Management Sch...
But Careful! It’s Not About…                                 1 to 1 marketing                             customer relatio...
HOW LOWERINGBIG    BY IS THE   RISKS & COSTSPICTURE VALUE  CREATED?
Value-creating Mechanisms In                                                             Perspective.                     ...
Segmentation                         By Seeing Latent Similarities                                                  & Diff...
In Practice…                                             Energy Consumption Profiles Allow For:                           ...
Benchmarking                                        By Letting Others See How and Ranking                             They...
In Practice…                                 business school ranking based on                                  • VALUEnumb...
Prediction                        By Knowing What’s Going To                                                Happen Next.© ...
In Practice…                                        Remote monitoring system of some                                      ...
Mirroring                               By Filtering Out Relevant                                        Information For T...
In Practice…                                       Compiling traffic information from more                                ...
SUSTAINABLELONG TERM COMPETITIVE RESULTS? ADVANTAGE!  Through…
Network Effects And                                     Increasing Returns To Scale. The more people use City Sense, the m...
Voluntary Lock-in Effect.Who would switch to competition saving a fewdollars but losing the whole purchase history?© Vleri...
Differentiated Product.Is there anyone else who lets you know when totake your vitamins?© Vlerick Leuven Gent Management S...
5 Smart Steps Towards                                                      The Big Picture.           Step 1:             ...
Happy to Clarify.                Prof Dr Marion Debruyne                       MarionDebruyne                     Prof Dr ...
Any More Examples?Can you think of other examples of Companies thatCreate value Through the big Picture?Share your thought...
Can you see the Big Picture?  PICK A COMPANY OF YOUR CHOICE ANDMAP OUT THE PRESUMED PURCHASE CYCLE OF                     ...
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Creativity talks - Downstream Innovation -The Big Picture

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Transcript of "Creativity talks - Downstream Innovation -The Big Picture"

  1. 1. Flanders DC - MissionStimulating Creativity in Stimulating Entrepreneurship in Flemish Entrepreneurs Flemish Creative Industries
  2. 2. Flanders DC – Companies
  3. 3. Flanders DC – Schools
  4. 4. Flanders DC – General Public
  5. 5. THE BIGPICTURE. #CREATALKS
  6. 6. As a company, having thousands of customers, suppliers, distributors and WHERE IS IT?business partners, YOU DO HAVE THE BIG PICTURE VIEW TO create UNIQUE VALUE!
  7. 7. Look At Your Customers Broader Than This. Purchase Purchase Search and Maintenance Selection and and Use and Disposal Installation Installation© Vlerick Leuven Gent Management School and Flanders District of Creativity
  8. 8. Search and Selection It’s About Stepping Back And Connecting The Dots. © Vlerick Leuven Gent Management School and Flanders District of Creativity
  9. 9. Search and Selection FROM SEEING THE CLUTTER… …TO SEEING WHAT’S RELEVANT © Vlerick Leuven Gent Management School and Flanders District of Creativity
  10. 10. APPLICABLE FROM MANYSearch and Selection PERSPECTIVES… © Vlerick Leuven Gent Management School and Flanders District of Creativity
  11. 11. Purchase andInstallation It’s About Knowing What Your Customers Are Really After. © Vlerick Leuven Gent Management School and Flanders District of Creativity
  12. 12. Purchase and MOVING AWAY FROM PRICE CONTROLLING…Installation …TO VALUE CONTROLLING © Vlerick Leuven Gent Management School and Flanders District of Creativity
  13. 13. Purchase and LOOKING BEYOND THE PRODUCT PURCHASEInstallation TO COLLECT DATA. © Vlerick Leuven Gent Management School and Flanders District of Creativity
  14. 14. Use It’s About Seeing Opportunities Nobody Else Does.© Vlerick Leuven Gent Management School and Flanders District of Creativity
  15. 15. Use MAKING THE BLIND… …SEE THE CONTEXT© Vlerick Leuven Gent Management School and Flanders District of Creativity
  16. 16. Use IN MANY DIFFERENT INSTANCES…© Vlerick Leuven Gent Management School and Flanders District of Creativity
  17. 17. Maintenance /Disposal It’s About Seeing The Big Picture Of What’s Happening. © Vlerick Leuven Gent Management School and Flanders District of Creativity
  18. 18. Maintenance NOT TO USE GUESSWORK… /Disposal …BUT TO MAKE INFORMED DECISIONS © Vlerick Leuven Gent Management School and Flanders District of Creativity
  19. 19. Maintenance NOT ONLY IN THE REAL ESTATE MARKET… /Disposal © Vlerick Leuven Gent Management School and Flanders District of Creativity
  20. 20. But Careful! It’s Not About… 1 to 1 marketing customer relationship management customised products predicting a customer’s next transaction© Vlerick Leuven Gent Management School and Flanders District of Creativity
  21. 21. HOW LOWERINGBIG BY IS THE RISKS & COSTSPICTURE VALUE CREATED?
  22. 22. Value-creating Mechanisms In Perspective. Within Data Beyond Data Insight for Seller Segmentation Prediction Insight for Buyer Benchmarking and Mirroring Ranking© Vlerick Leuven Gent Management School and Flanders District of Creativity
  23. 23. Segmentation By Seeing Latent Similarities & Differences.© Vlerick Leuven Gent Management School and Flanders District of Creativity
  24. 24. In Practice… Energy Consumption Profiles Allow For: Increase in Customer • effective prioritisation of development Loyalty projects • Better Service Quality reduced risk of grid problems • Improved Corporatelow power cuts are made at times with energy demands Reputation reduced consumer cost of power downtime© Vlerick Leuven Gent Management School and Flanders District of Creativity
  25. 25. Benchmarking By Letting Others See How and Ranking They Measure Up Against Their Peers…© Vlerick Leuven Gent Management School and Flanders District of Creativity
  26. 26. In Practice… business school ranking based on • VALUEnumber FINANCIAL TIMES? a FOR THE of performance parameters enables: • Brand Recognition to see strengths and weaknesses • Expert In The Field reduced risk of having a wrong • Cognitive Competitive focus Advantage improved brand recognition reduced advertising costs© Vlerick Leuven Gent Management School and Flanders District of Creativity
  27. 27. Prediction By Knowing What’s Going To Happen Next.© Vlerick Leuven Gent Management School and Flanders District of Creativity
  28. 28. In Practice… Remote monitoring system of some 10 000 lifts ensures Lifts are always in perfect condition • Greater Customer Trust reduced risk of breakdown • Higher Customer Maintenance is automatic takes a Loyalty shorter time and is cheaper • Differentiated Product reduced total maintenance costs© Vlerick Leuven Gent Management School and Flanders District of Creativity
  29. 29. Mirroring By Filtering Out Relevant Information For The Client.© Vlerick Leuven Gent Management School and Flanders District of Creativity
  30. 30. In Practice… Compiling traffic information from more than 2 million GPS devices and historical data provides Calculation of the fastest road to • Leader in the destination Industry • Prediction precision is Regular update of the calculated route Preciseincreasing astime indication of arrival we speak! reduced risk of being late or taking the wrong route© Vlerick Leuven Gent Management School and Flanders District of Creativity
  31. 31. SUSTAINABLELONG TERM COMPETITIVE RESULTS? ADVANTAGE! Through…
  32. 32. Network Effects And Increasing Returns To Scale. The more people use City Sense, the more it makes Sense!© Vlerick Leuven Gent Management School and Flanders District of Creativity
  33. 33. Voluntary Lock-in Effect.Who would switch to competition saving a fewdollars but losing the whole purchase history?© Vlerick Leuven Gent Management School and Flanders District of Creativity
  34. 34. Differentiated Product.Is there anyone else who lets you know when totake your vitamins?© Vlerick Leuven Gent Management School and Flanders District of Creativity
  35. 35. 5 Smart Steps Towards The Big Picture. Step 1: • Identify possibilities to create value along the purchase cycle Step 2: • Scan the environment for data Step 3: • Aggregate and analyse data Step 4: • Select value-creating mechanism Step 5: • Embed Big Picture thinking into your strategy© Vlerick Leuven Gent Management School and Flanders District of Creativity
  36. 36. Happy to Clarify. Prof Dr Marion Debruyne MarionDebruyne Prof Dr Niraj Dawarhttp://nothingbutmarketing.blogspot.com NirajDawar Livia Pijakova LiviaPijakova
  37. 37. Any More Examples?Can you think of other examples of Companies thatCreate value Through the big Picture?Share your thoughts in your team…
  38. 38. Can you see the Big Picture? PICK A COMPANY OF YOUR CHOICE ANDMAP OUT THE PRESUMED PURCHASE CYCLE OF ITS CUSTOMERS. • Where do you find sources of data?• What data would this company already have collected that can be used to compose the Big Picture view? • What kind of value can the Big Picture create for the clients (which value-creating mechanism is to be used?)?
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